Marketing For dummies - Hiam, Alexander 1957- (John Wiley & Sons, 2014)
Adding Satellites around Your Hub Site to Draw Visitors
PART I. Getting started with marketing -- 1. Optimizing your marketing program -- Know yourself, know your customer -- Finding your marketing formula -- Controlling your marketing program -- Refining your marketing expectations -- Revealing more ways to maximize your marketing impact -- 2. Strengthening your marketing strategy -- Finding and riding a growth wave -- Growing with a market expansion strategy -- Specializing with a market segmentation strategy -- Developing a market share strategy -- Designing a positioning strategy -- Considering other core strategies -- Simplicity marketing -- Quality strategies -- Reminder strategies -- Innovative distribution strategies -- Selling innovative products -- Writing down and regularly reviewing your strategy -- 3. Writing a marketing plan -- Grasping the value of the marketing plan -- Reviewing the contents of a good plan -- Understanding the do's and don'ts of planning -- Writing a powerful executive summary -- Preparing a situation analysis -- Clarifying and quantifying your objectives -- Summarizing your marketing plan -- Exploring your program's details -- Managing your marketing program -- Projecting expenses and revenues -- Buildup forecasts -- Indicator forecasts -- Multiple scenario forecasts -- Time-period forecasts -- Creating your controls
pt. II. Leveraging your marketing skills -- 4. Researching your customers, competitors, and industry -- Knowing when and why to do research -- Asking really good questions -- Paying wisely for market research -- Researching the low-cost (or free!) way -- Riding a rising tide with demographics -- 5. Engaging your marketing imagination -- Turning the tide with creativity -- Applying your creativity -- Generating rich ideas -- Managing the creative process -- Tapping highly creative contributors -- 6. Pumping up your marketing communications -- Pursuing your communication priorities -- Communicating to the entire brain -- Exploring four strategies for boosting your communications' appeal -- Pull power : building customer traffic -- Tightening your writing -- Creating great visuals
pt. III. Advertising f or fun and profit -- 7. Perfecting your printed materials -- Designing printed marketing materials -- Producing quality, effective brochures -- Placing a print ad -- 8. Signing on to outdoor advertising -- Heading back to basics : the essential sign -- Going big : posters and billboards -- Exploring the world of intelligent locational ads -- Putting your name on portable items -- Taking your message to the streets -- Keeping your message on the move with transit advertising -- 9. Broadcasting your message -- Producing ads for radio -- Identifying less expensive ways to use the power of video -- Designing ads for TV and YouTube
pt. IV. Finding powerful alternatives to advertising -- 10. Maximizing your web marketing -- Creating and managing a web identity -- Developing your hub website -- Following simple rules for higher traffic -- Adding satellites around your hub site to draw visitors -- How to advertise on the web -- Knowing how much to budget -- Understanding e-mail etiquette -- 11. Making a positive impression on low-cost ways -- Making the most of word of mouth -- Using publicity to your advantage -- Premiums : the most abused and misused medium -- 12. Leveraging face-to-face marketing opportunities -- Harnessing the power of face-to-face marketing -- Sponsoring a special event -- Putting on your own public event -- Exhibiting at trade shows and exhibitions -- 13. Going direct with your marketing -- Beating the odds with direct marketing -- Making your direct-response ads work -- Delivering direct mail -- Establishing and running a call center -- Drumming up business by phone -- Telemarketing